Andalucía Trade and Interaceituna have launched the first television advertisements and in-person events in India for the Table Olive Promotion Campaign, designed to enhance the sector's international projection and consolidate its presence in key markets. The initiative features Carolina Marín, Olympic and World Badminton Champion and Princess of Asturias Award for Sports winner, as its main ambassador, one of the Spanish athletes with the greatest appeal in India, where the sport has millions of fans.
As explained by the Junta de Andalucía in a statement, with this campaign the organization is intensifying its efforts in recent years to promote table olives in the Asian country, considered a "strategic" market for the growth of a product in which Andalusia is a world leader and which needs to diversify destinations following the new tariff policy of the United States, its main buyer.
With 734 million euros exported in 2025, Andalusia ranks as the world's leading region in the production and marketing of table olives, accounting for seven out of every ten euros that Spain, the world leader, sells abroad. "In India, the trend is very positive, to the point of doubling Andalusia's sales in the last six years." In this regard, the Minister of Economy, Finance, European Funds and Social Dialogue, Carolina España, has emphasized that "for Andalusia it is an honor that one of our best athletes of all time is the image of Andalusian and Spanish table olives in this campaign, in a country like India, where we have been investing for years with extraordinary results."
Thus, "India combines the dual virtue of being the market with the greatest growth potential in the world for table olives and one of the countries where the image and career of our great Andalusian athlete Carolina Marín are most valued and recognized," which is why "we are convinced that this promotional action will bring great results for our companies and will serve to mitigate the negative effects they have suffered from the new tariffs imposed by the United States."
In this context, around 30% of Carolina Marín's millions of followers on Instagram are located in India. Her sporting career, marked by duels with the main figures of Indian badminton in international tournaments, has given her great notoriety and influence in this market.
The campaign takes advantage precisely of this link with the Indian audience to consolidate the image of the Andalusian table olive as a healthy, high-quality food associated with the Mediterranean lifestyle, boosting its recognition among new consumers and supporting the international expansion of the sector.
This first phase of the promotion of Spanish table olives in India has a total budget of 1,600,000 euros. The financing is borne by Interaceituna, which allocates up to 800,000 euros, and by Andalucía Trade, which contributes another 800,000 euros.
The international action is part of a strategy to open up to new destinations, with a special focus on the growth potential of the Indian market. In the last six years, Andalusian table olive exports to this country have doubled, from 1.9 million euros to 3.7 million.
Currently, Andalusia accounts for 83% of Spanish table olive sales to India, reinforcing its role as a global benchmark for the sector. The organization of this campaign by Andalucía Trade will be co-financed with European Union funds, under the Operational Programme Feder of Andalusia 2021-2027, which includes a community contribution of 85%, or any other European programme that may support this initiative.
The first phase of the project was launched on April 13 with a series of advertisements broadcast for 12 weeks on Indian television, 100% in Prime Time, on the main JioStar channels and on its digital platform CTV, with 700 airings and more than 130 million potential impacts. The broadcast will conclude on July 14.
The promotion is structured under the slogan "Feed your Heart with olives from Spain", a message that highlights not only the nutritional properties of the product but also its cultural and social dimension. Over the next six months, actions will be carried out in Delhi, Mumbai, Bangalore, Chennai, Hyderabad, and Kolkata, cities that drive urban consumption where the growth of international categories is most accelerated. 400,000 euros are reserved for this deployment, aimed at acting on the points that "really move business in India today".
At the same time, the campaign combines presence in gastronomic and lifestyle media with a powerful digital strategy aimed at capturing public attention and transforming it into interest, through social networks, e-commerce platforms, and programmatic advertising. The purpose is to accelerate the transition of table olives from a consumption mainly linked to restaurants to a habitual use in homes, where repeat purchases and demand are consolidated. "Feed Your Heart with Olives from Spain" is complemented by in-person actions aimed at generating product trials and recommendations.
The initiative will also feature the participation of Olympic champion Carolina Marín as an ambassador. Her figure provides great visibility in a country where badminton has a massive following and where sports idols influence purchasing decisions, reinforcing the connection between an active lifestyle, well-being, and the Mediterranean narrative. The campaign's core is based on an idea closely linked to the Mediterranean lifestyle: olives represent much more than just a simple food.
53 million viewers and 519 million potential consumers
This initial phase deploys a global communication and marketing strategy to position Spanish table olives in one of the emerging markets with the greatest projection. The action is supported by a television campaign with an estimated coverage of over 53 million people, placing it among the largest international promotion initiatives carried out so far for this Andalusian product.
The strategy targets a potential market of 519 million consumers and aims, as its central objective, to raise awareness among Indian buyers about the advantages of olives, promoting their incorporation into domestic consumption and presenting them as an everyday, healthy food in line with current dietary trends.
The external promotion of Andalusian table olives is a priority for the Junta de Andalucía, which works together with the sector's interprofessional organization to boost internationalization and diversify destinations. With this campaign, Andalusia reinforces its global leadership in the agri-food sector, expands its presence in emerging economies, and consolidates Spanish olives as a key product in the international diet of the 21st century.
Likewise, Andalusian companies in this sector have the specific programming of Andalucía Trade aimed at the agri-food sector, which offers them additional tools to continue boosting their position in international markets.